Download - Proving the Value of SEO
Proving the Value of Search Engine Optimization
Claye Stokes@claye
Google+: http://goo.gl/SAK2D
The Usual Reports:
• Rank Reports• Link Reports• Traffic Reports• Broad, aggregate conversion /
ecommerce / goal reports
The Usual Reports:
• Rank Reports• Link Reports• Traffic Reports• Broad, aggregate conversion /
ecommerce / goal reports
The Usual Reports:
• Rank Reports• Link Reports• Traffic Reports• Broad, aggregate conversion /
ecommerce / goal reports
The Usual Reports:
• Rank Reports• Link Reports• Traffic Reports
The Usual Reports:
• Rank Reports• Link Reports• Traffic Reports
The Usual Reports:
• Rank Reports• Link Reports• Traffic Reports
The Usual Reports:
• Rank Reports• Link Reports• Traffic Reports
The Usual Reports:
• Rank Reports• Link Reports• Traffic Reports
Value = Benefits
In order to prove the value of your SEO campaign, you need to report on what
matters!
Value = Benefits
…which begs the question, what matters most?
ROI
• Is the campaign profitable?• What ROI goals are in place, and what is the
plan to achieve those goals?
Value = Benefits
Rankings, link counts, etc. are only means to the end.
Calculating ROI
• NEED: Ecommerce tracking
Calculating ROI
• Choose the appropriate time frame– Take seasonality into account with YOY (Year Over
Year) ROI reports– Quarterly– Monthly
Calculating ROI• ROI = (Revenue - Investment)/Investment) *100– Investment: $3000– Revenue: $3500– ROI: $500– ROI Percentage: 17%
Not an Ecommerce Site?• Track CPL (Cost Per Lead)– Set “goals” in Google Analytics, and assign a value whenever
possible.• What should be a goal/lead?– Lead/contact form submissions– Software downloads, demo’s– Surveys– Newsletters subscriptions– Request more information– Free analysis– Phone call
Phone Call Tracking• Use phone call tracking to identify the keywords and
other marketing channels that drive the most calls!
– Mongoose Metrics
– Century Interactive
– Ifbyphone
– Clickpath.com
Tracking Goals
How to Determine Goal Value
• Calculate your CPL with offline efforts– Divide your offline ad spend by phone calls you
received from those ads• Calculate your CPL from CPC or CPM efforts– Divide your CPC spend by the number of
leads/goals you generated• More ideas: http://www.kaushik.net/avinash/web-analytics-tips-identify-website-goal-values/
• Then, assign that value to that goal
Calculating CPL (Cost Per Lead)
• SEO CPL = Budget / Leads– Budget: $5000– Leads: 450– CPL: $11.11
Key: Set Goals
• In order to run a successful performance-based (based on ROI or CPL) SEO campaign:1. Know the status quo – e.g. what is your current
ROI?2. Set goals to move the needle – push yourself!3. Commit to them and audit your performance in
regular, frequent intervals
Key: Your Main Point of Focus
The KPIs you spend the most time thinking about and reporting are likely the KPIs that
will improve the most.
Key: Segment, Segment, Segment!
All data in aggregate is “crap.”- Avinash Kaushik
Segmentation/Customer Profiling• You can’t get real insights from aggregate data! Not even
from organic keyword reports.– You may not care about users outside your
country/region/etc.– Branded and non-branded keywords each bring very different
users to your site!– Returning customers and potential customers are two very
different groups, and probably use your site in very different ways.
– Visitors that land on a blog or photo gallery section of your site are very different from users that land straight on product pages.
Segments You Should Start Using TODAY
• Default segments (non-paid search, new/return visitors, visits with conversions, non-bounce visits)
• Users that give your website a sporting chance: 5-7+ second visit, minimum.
• Visits from branded keywords• Visits from non-branded keywords• Campaign target keywords (If you’re an in-
house or agency SEO)
Segments You May Find Useful
• Geographic segments• Visits to certain sections or categories of your
website• Logged-in users and anonymous users• Users that made it to the cart/checkout
process• Users that have filled out a form or completed
a goal
How to Segment in Google Analytics
1.
How to Segment in Google Analytics
Useful Regular Expressions:
• Branded Terms– Brandname|\.com|common brand misspelling|alt
brand name• Exact Keyword Phrases
^(keyword phrase 1|keyword2|keyword 3)$• Broad Keyword Phrases
keyword phrase 1|keyword2|keyword 3• Keyword Phrases with 2-3 words (long tail)
^\s*[^\s]+(\s+[^\s]+){1,2}\s*$
Non-Branded Terms Segment
Branded Terms Segment
Exact Keyword Phrase Segment
Broad Keyword Phrase Segment• Regular Expression: keyword phrase 1|keyword2|
keyword 3• So, if you are targeting the keywords “toy cars”
and “stuffed animals,” then the following Regular Expression will target those terms, along with ANY phrase containing them. toy car|stuffed animal This segment would include keywords like “discount
toy cars,” “stuffed animal” (singular and plural animals), “toy cars electric,” etc.
Broad Keyword Phrase Segment
Long Tail Phrase Segment
Main Takeaways
• Focus on the right metrics• Don’t think for a minute that the aggregate
dashboard reports provide insights• The KPIs you spend the most time thinking
about and reporting are likely the KPIs that will improve the most.